Anyone can buy a set of mechanical tools. But that doesn't mean you want just anyone fixing your breaks, right? So why are you buying DreamWeaver and Adobe Illustrator to create your own websites and company logos? The software designers use are just tools. It's the person using these tools that will give you the desired results. You need someone who has the training and the creative talent to use these tools effectively. You need someone who is obsessed with fonts, colors, visual aesthetics and uses designer-lingo like: "kerning", "pixels", "creep" and "creative juices."